Kroger Precision Marketing (KPM) has debuted a private programmatic advertising marketplace for brands and marketers of consumer packaged goods (CPGs), Supermarket News reported Wednesday (Oct. 20).
It’s called the Kroger Private Marketplace and will allow both CPG brands and ad agencies to reach shoppers by applying audience data to campaigns in the various ad-buying platforms, according to the report. It’s powered by Kroger’s 84.51° data analytics arm.
Advertisers will be able to tailor their audiences to match campaign objectives with targeting science. That will come from the new private marketplace, which “pre-optimizes” audiences to reach business goals, the report stated.
The Kroger Private Marketplace will also offer advertisers access to targeting solutions and audience science, allowing advertisers to target only the most relevant households, according to the report. Retail performance metrics like sales lift, buyers and household penetration, and quality controls like verification and brand safety tagging, will also be available.
KPM also said that the marketplace has safeguarded consumer data through a “deal ID” that allows for appropriate programmatic use, giving CPG marketers more flexible ways to deal with various platforms, the report stated.
The overall goal is to offer more control to advertisers, letting them connect with those consumers most relevant to their goals and use their own digital service provider of choice. From there, they are able to optimize performance against retail sales, according to the report.
“We built The Kroger Private Marketplace to be flexible for agencies while protecting the privacy of our shoppers,” said 84.51° Senior Vice President of Kroger Precision Marketing Cara Pratt in a statement, per the report. “You design the audience, choose the measurement criteria, set the safety standards and activate in your tech stack. We’re setting the bar for the future of programmatic media.”
Earlier this month, Kroger announced it would be expanding into the Northeast market, opening customer fulfillment centers (CFCs) and improving its rapid online delivery. In addition, Kroger will also be establishing CFCs in Florida and California.